Home Performance with ENERGY STAR Sales/Business Training: Day 2: Intensive Sales Training

Transcription

1 Home Performance with ENERGY STAR Sales/Business Training: Day 2: Intensive Sales Training Tempe, AZ August 8-9, 2011

2 Agenda Day 2:Intensive Sales Training 8:00 AM Questions and recap of yesterday are we answering your questions? Program sponsors, US EPA, Brett Knox, Keith Williams 8:30 AM Module 1 In the Home: how to sell the job Keith Williams 9:45 AM Exercise Relating Findings to Homeowner Concerns Amy Beley 10:15 AM Module 2 and 3 Adding Credibility and closing the deal Keith Williams, Brett Knox 12:00 PM Lunch 1:00 PM Module 2 and 3 Adding Credibility and closing the deal Keith Williams, Brett Knox 2:00 PM Break 2:15 PM Exercise Overcoming Customer Objections Amy Beley 3:00 PM Module 4 Importance of Business Practices: enforcing the rules Keith Williams 3:30 PM Q&A 4:00 PM Closing

3 What should you take away from this training? 1. Sell Home Performance with, or without incentives 2. Change your perception of your business from product based to service based your customers should be customers for life! 3. Continuous learning and improvement is paramount to the success of your business as a home performance business, and to the industry as a whole

4 Rules of the Day Ask questions anytime Participation is strongly encouraged! Hey this is your training Relate your experiences to the current topic Please silence cell phones Presentations will be available electronically

5 Day 2 Objectives: Intensive Sales The phone is ringing, now what? Continuing the education process for your business and the homeowner Building customer confidence: adding credibility How to turn customers into champions Overcoming customer objections Relating diagnostics to homeowner concerns Tying it all together: Business practices impact your sales!

6 Home Performance with Energy Star Sales & Business Training Arizona Aug. 9, 2011 Keith Williams Building Services & Consultant LLC

7 Understanding the Customer Conveying Home Performance Benefits

8 Home Performance Services a business opportunity employing whole-house concepts in order to assess and address homeowner concerns. Selling and facilitating solutions to comfort concerns, building durability issues and energy efficiency improvements.

9 Home Performance Services means: Employing Diagnostics to test in and test out a homes performance Building tightness Thermal protection levels Efficient heating & cooling systems Combustion Safety Ventilation indoor air quality

10 What What Motivates Are the We Customer? Selling?

11 What Motivates the Customer? Issues - specific events or items Comfort High energy bills Indoor air quality Durability Environment???

12 First Contact: Lead Qualification Professional staff answering phones Standard interview process lead form Uncover problems and issues

13 First Contact : Lead Qualification Train staff to identify customers needs What are their specific HP concerns? At what purchasing stage is the customer? What is their personality type? Track these items for other employees

14 First Contact: Lead Form Obtain valuable information for home assessment Identify needs Provide customer with basic information on Home Performance Set the Assessment Sales appointment

15 Develop a Positive Relationship Perception is reality (looks, behavior, greeting, friendly, on time!) Leave the cell phone behind, or at least turn off during the visit! Introduce yourself and any other associates with you

16 A Home Performance Assessment and Sales Starts with the Customer Interview Use interview and dialogue to focus on customer concerns, complaints, and needs Listening to the customer is critical

17 Develop a Relationship Initiate a discussion / interview / kitchen table Find common ground, relate to the homeowner Explain how you can deliver solutions for the customer s concerns, complaints, needs

18 A Home Performance Assessment and Sales Ask questions to gain insight, learn how they perceive how their house works Let them tell you about their concerns, but show your expertise in discussing how to address them Build a positive relationship - trust

19 Develop a Relationship Briefly Explain Building Tightness Test evaluating comfort and efficiency issues related to air tightness Inspection Process evaluating the windows, doors and insulation levels in the building, heating & cooling systems Combustion Safety Test your concern for their health & safety Ventilation - maintaining good indoor air quality

20 Develop a Relationship Be sensitive to homeowners way of interpreting Information: Personality Types Action- oriented Social Results-oriented Technical

21 Develop a Relationship Personality Types Action-oriented, bring out the testing equipment

22 Develop Relationship Personality Types Social take time to interact regarding life style, use less technical terminology, make use of the photo book

23 Develop a Relationship Personality Types Results-oriented, detail the performance findings, make use of the photo book

24 Develop a Relationship Personality Types Technical - introduce computer modeling, air flow rates and pressures, etc. Discuss home performance process in building science terms.

25 Leverage the Report Return to homeowner needs / problems Present the assessment findings (relate to pain)

26 May need to include photo details relating to major issues Thermal barrier, not pressure barrier Insulation Voids

27 Present the Proposal Present packages of improvements (phased implementation) Review tax credits, utility/sponsor rebates Present financing option, focus on monthly payment, not the bottom-line package price Offer warranties and guarantees (product warranties if applicable, energy savings, comfort, safer, healthier home, resale value)

28 A Successful Home Performance Business Must establish credibility by Being knowledgeable about residential homes Being successful in resolving the customer s viewed issues Being able to effectively communicate with the customers Credibility drives REFERRALS the key to marketing and Selling Home Performance services

29 Home Performance Services are Solution Driven not product driven Use interview and dialogue to focus on customer concerns, complaints, and needs Show how you will deliver SOLUTIONS for the customer s concerns

30 Exercise 3: Relating Findings to Homeowner Concerns Break into groups Develop 2-3 key messages you would emphasize based on the following concerns and a blower door test result of a total house leakage rate of 3,500 CFM50 (duct leakage 300 CFM50) for a 2200 sq. ft. 2- story house One or two hot bedrooms Dusts/pests in the home My child s asthma has gotten worse High AC bills Designate a spokesperson to share with the group

31 Information Transfer from Auditor/Consultant to Crew/Contractor Home Performance Consultant /Advisor: a person who gives professional or expert advise relating to the building science of residential homes, specializing in energy efficiency improvements and related issues

32 Home Performance Consultant / Advisor provides Assessments, diagnostic testing, and problem solution services related to how a house works as a system Determining what energy in efficiencies exist Addressing issues related to comfort, health & safety and building durability Prescribes improvements and modifications the transfer of information

33 Home Performance Consultant/Advisor : Should be the director of the energy efficiency and issue solving improvement project. Which means being responsible for the final outcome!

34 Prescribing Improvements and Modifications: 1) Must have collected all pertinent information from a comprehensive assessment 2) Must have researched causes and potential solutions for modifications 3) Must write a detailed work specification scope of work 4) When applicable provide a work map drawings to support the specifications

35 Prescribing Improvements and Modifications: Scope of Work detailed specifications on what and how an improvement measure must be implemented should be product type specific describe method of installation set the expectation of acceptable standard of installation Should NOT be a generalized statement of see what you can do or do what you think is best!

36 Sample Work Scope Specifications Attic Duct Sealing and Insulation: seal and insulate the existing un-insulated metal ducts (supply, return and plenums) in the NE side attic area. Seal all accessible ducts with brush on mastic or approved duct sealing tape, insulate the ducts with R-10 FSK foil-faced duct insulation (all lateral duct insulation seams to be mechanically sealed with stapling). Attic Air Sealing - Closed Floor Penetrations: open up the floor surface to access all chimney, plumbing soil stack, vent pipe, exhaust fan housings. Air seal chimney with rigid non-flammable material and temperature approved sealants. Provide a 2 inch air space with a non-flammable insulation barrier around the chimney. All other penetrations to be sealed with caulk or expanding foam sealant. The removed flooring is to be re-installed.

37 Sample attic layout diagram open knee-walls Closed knee-wall cavities slopes slopes front foyer open joist band joist band joist FRONT slopes eyebrow roof slopes add 3/4" plywood to panel open knee-walls

38 key juncture key juncture Sample detailed drawing addressing a specific installation

39 Key Juncture Key Juncture Key Juncture

40 Information Transfer from Auditor/Consultant to Crew/Contractor Home Performance Consultant : Should be the director of the energy efficiency and issue solving improvement project. Which means being responsible for the final outcome!

41 My HPwES Job

42 Casey s House: a Case Study Where do you park? Where are you staging? How are you communicating crews and subs? Payment schedules Time commitment Cleanliness: tarps? Booties? Homeowner communication Crew lead checklist?

43 Exercise 4: Overcoming Objections Break into groups The scenario: after completing a diagnostics and proposal, the homeowner seems interested in getting the work done, but is reluctant to commit to a contract. How would you address these concerns: I would like to get other opinions If there s this much wrong with our home, maybe we should move There s no way this investment will pay for itself I think I could find someone to do the work cheaper I want to redo my kitchen first Single Legger need spouse approval Designate a spokesperson to share with the group

44 Contact Information National Home Performance with ENERGY STAR Program: Amy Beley, ICF International: Casey Murphy, ICF International: Brett Knox, GreenHomes America: Keith Williams, Building Services and Consultant:

45 Resources Home Performance with ENERGY STAR: My ENERGY STAR Account: DOE Workforce Guidelines: www1.eere.energy.gov/wip/pdfs/workforce_guidelines_home_energy_upgrades.pdf Healthy Indoor Environment Protocols: Department of Energy Energy Savers: Affordable Comfort Inc.: Building Performance Institute: RESNET: Electric and Gas Industries Association: Efficiency First: Home Performance Resource Center: EcoBroker International: Weatherization Pro: GreenHomes America: Efficiency First: Home Performance Resource Center: